Bike Directory Case Study:

Enhancing Branding, Design, and Mental Health Support for Bike Directory

Bike Directory, an online directory catering to the motorcycle industry in the UK, collaborated with South by North to elevate its brand identity, expand its services, and prioritise the mental health and well-being of motorcyclists. This case study delves into how South by North provided comprehensive design solutions and supported Bike Directory’s mental health initiatives.

Originally conceived as an online directory, Bike Directory aimed to facilitate interactions between new and existing riders, providing information on locations, events, and opportunities for purchasing or socialising with fellow riders. With a community calendar showcasing a wide range of UK lifestyle and race events, including the MotoGP and WorldSBK calendars, Bike Directory quickly ventured into reporting on race events and selected lifestyle events.

South by North’s Contribution:

South by North played a pivotal role in Bike Directory’s growth, offering expertise in various areas. They assisted with branding, website development, photography, videography, copywriting for both editorial and promotional purposes, social media campaigns, and print & design materials, including flyers, posters, and stickers.

DGR – Social Connections Challenge:

In 2021, Bike Directory secured a notable achievement in collaboration with global charity partner, Movember. They emerged victorious in the Distinguished Gentleman’s Ride Social Connections Challenge, a prestigious event dedicated to enhancing the social connectedness, life satisfaction, and mental well-being of motorcyclists. This challenge harnesses funds raised by the Distinguished Gentleman’s Ride (DGR) community to support initiatives aimed at improving the lives of riders.

As part of their winning initiative, Bike Directory conducted a series of Art and Writing Mental Health workshops. Designed specifically for men between the ages of 30 and 60, the workshops equipped participants with positive coping mechanisms to counteract negative mental health experiences. By providing a platform for creative expression and connection.

Impact and Results:

The collaboration between South by North and Bike Directory yielded significant results. By harnessing South by North’s expertise in branding, design, and content creation, Bike Directory enhanced its brand image and expanded its services to a wider audience. Moreover, their triumph in the Distinguished Gentleman’s Ride Social Connections Challenge enabled them to make a tangible difference in the lives of motorcyclists, addressing mental health challenges and fostering social connections through the Art and Writing Mental Health workshops.


South by North’s partnership with Bike Directory showcases the effectiveness of comprehensive design solutions and dedicated support for mental health initiatives in the motorcycle industry.

With our expertise in branding, design, and content creation, South by North played a crucial role in driving Bike Directory’s growth and influence. The recognition received through the Distinguished Gentleman’s Ride Social Connections Challenge reaffirms Bike Directory’s commitment to enhancing the well-being of motorcyclists. Together, they have built a platform that seamlessly integrates practical information, captivating content, and mental health support, making a positive impact on the motorcycle community.